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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3783

Title: Recommendation, Customer Satisfaction, Online Shopping Experience, Trust, and Word-of-mouth Affecting Consumer Online Shopping Decision in China
Authors: Liqin He
Keywords: Online Shopping Decision
Recommendation
Customer Satisfaction
Online Shopping Experience
Online Shopping Trust
Online Shopping WOM
Issue Date: 2019
Publisher: Bangkok University
Abstract: The purpose of this research study was to investigate recommendation, customer satisfaction, online shopping experience, trust, and word-of-mouth (WOM) affecting consumer online shopping decision China. The closed-end questionnaires were applied for collecting data from 150 online consumers in China. The majority of respondents were females with the age between 21-30 years old. Most of them completed high school /vocational colleges, worked as company employees, and had monthly income less than 8,000 RMB. More than 82% of the respondents had an online shopping experience in the past one month. The results revealed that online shopping WOM, online shopping trust, online shopping experience, and recommendation were the significant factors that affected customers’ online shopping decision in China at the significant level of .05. On the other hand, customer satisfaction did not affect customers’ online shopping decision in China.
Description: Independent Study (M.B.A.)--Graduate School Bangkok University, 2018
Advisor(s): Nittana Tarnittanakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3783
Appears in Collections:Independent Studies - Master

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